My Story

Hi, I'm Yusuke

You’ve probably come across an "Our Story" page on other websites before. They usually feature grand, impressive stories about changing the world. I wish I had one of those for Matcha Samurai, but honestly, I don’t. The truth is, Matcha Samurai began as a demonstration for a business creation program I designed in 2017 to show others how to build an e-commerce business. I know… not exactly inspiring.

The Real “Why” Behind Matcha Samurai

But if you’re looking for a “why,” it goes back to my life story. I was born in Japan to a Japanese father and a New Zealand mother, and when I was five, we moved to rural New Zealand—talk about two different worlds! Despite the big move, I always looked forward to visiting Japan, where I developed a love for matcha-flavored treats, especially matcha ice cream. In Japan, matcha is used in so many desserts, and it’s a flavor I always cherished.

Fast forward to 2017, when I was putting together that business course. As others were brainstorming ideas for their e-commerce projects, matcha quickly came to my mind. At the time, matcha was just starting to gain popularity in the Western world, mainly in cafes with matcha lattes. Its health benefits were also becoming more widely recognized.

Spreading the Love for Matcha

My goal was simple: to help people outside of Japan experience what I had as a kid—a love for matcha, not just for its health benefits but for its delicious flavor. Since then, Matcha Samurai has grown as the world’s appetite for matcha has increased. (Fun fact: while sales of matcha have declined in Japan, global demand is higher than ever. In fact, Japanese production is struggling to keep up!)